Hennessy

Hennessy has been writing new chapters in the story of cognac since 1765. Yet despite its storied heritage, its cultural narrative had become one-dimensional. It evolved into the “turn up spirit” of choice, an association that overshadowed the brand philosophy at its core: "Never stop. Never settle." 

I launched and sustained more than 16 integrated social media campaigns across paid, earned, and owned channels to shift that perception. I identified and partnered with creators whose work embodied ambition and mastery—from Andre D. Wagner to Nigel Sylvester—and built an editorial ecosystem to amplify their stories across social media, email, and Hennessy.com.  

The "Never stop. Never settle." platform contributed to 1 million cases sold in under 10 months, helping re-anchor Hennessy not just as the spirit of celebration, but as a brand synonymous with relentless ambition and uncompromising craft.